For profit or not for profit?
One of the most problematic challenges we had when setting up Greenamity was the decision of which juridical form would better fit our objectives. We kept discussing that over a three months period. In the end we decided that Greenamity should be a for profit company and there are two reasons that led us to take this decision.
The first is related to the company aims and objectives. Greenamity is dedicated to developing and supporting new reforestation projects in least developed countries. When setting up our business model we have soon realised the danger represented by the dark side of carbon offsetting.
We have noticed that some companies on the market wanted just to claim their carbon neutrality and neutralize their CO2 without making any serious effort to reduce emissions (this practice is usually known as green-washing).
We couldn't offer someone the possibility to offset their emissions without motivating and helping them to reduce those emissions in the first place.
This is clearly a consultancy job that cannot be done by an NGO.
The second one is a more emotional and perhaps more important reason.
We are young and we have realised that our generation has both the historic opportunity and the obligation to create new sustainable businesses. We couldn't imagine ourselves working for polluting companies or keep doing senseless jobs and then launching an NGO at the age of 60 to give meaning to our lives!
NGO were (and some of them still are) amazing players that have lead previous generations to achieve many indispensable objectives.
But today's challenge of our generation in western countries is different: we have to create a future and restore prosperity with new sustainable jobs that will help to make the planet a better place!